The Future of Hospitality – AI, Unique Experience, Location

By 2026, it’s no longer just about hotel rooms; This is the whole experience of staying. This is a key takeaway from SiteMinder’s Changing Traveler Report 2026, which surveyed 12,000 people in 14 countries and reveals the future of hospitality. Today’s traveler is smarter, more informed, and perhaps most importantly, more willing to spend money than ever before. Forget just a bed for the night; They’re after change, independence, and stories they can’t wait to share. And they are willing to pay some money for it.

77% would pay more – but only for the right experience

The standard statistic is hard to ignore: “77% of travelers are willing to spend extra for meaningful, on-site experiences”.

In particular, they are interested in:

• Spa and wellness options: 34%
• Culinary experiences such as wine tastings and chef’s tables: 29%
• Live music or cultural performances: 25%
• Adventure Activities: 24%
• Cooking class with a local chef: 18%
• Exercises such as yoga, meditation and breathing: 15%
• Premium workspaces or dream programs backed by science: 15%

The term “happiness” is now essentially obsolete, as the combination of work, well-being and leisure is simply the way people travel these days.

The hotel is no longer unique – it is the center of the community

In fact, the most fundamental finding is that “74% of people pay to use hotel facilities without even booking a room”.

Popular day pass destinations include:

• Rooftop bars and restaurants: 39.6%
• Hotel spas open to the local community: 31.2%
• Pool Access: 33%
• Workplaces with reliable Wi-Fi: 18.3%

This means that almost three-quarters of your potential market now sees your property as a place to live, not just a place to stay. Some hotels in cities such as Lisbon, Mexico City, and Bangkok are already successfully operating “members-club” models, which typically generate revenue on Tuesdays as well as fully booked weekends.

AI: From benevolent to non-negotiable guardian

A remarkable 78% of travelers now want artificial intelligence to play a role in their travel experience, but perhaps not in the ways most hotels expect.

They are not looking for fancy gadgets. Instead, they prioritize security and peace of mind:

• Real-time budget tracking with alerts for overspending: 35% (high travel anxiety)
• Restaurant recommendations based on actual dietary preferences: 30%
• Hotel/destination recommendations that consider health and energy levels: 29%
• Detection of fraud and fake listings: 39%
• Automated, reliable review summary: 39%
• Price drop alerts and automatic rebooking: 44%

However, it’s worth noting that regional differences are stark, with adoption rates exceeding 90% in China, India, Thailand and Indonesia, but nearly 40% of Canadians and Australians still opting not to engage with AI. A one-size-fits-all approach won’t work here.

Loyalty still begins and ends with humans

Despite all the technological advances, the emotional heart of hospitality remains:

• Value for Money: 66%
• Location: 51%
• Warm and genuine staff service: 47%

The future of hospitality equity

In 2026, revenue will no longer be judged solely by the number of room nights sold. Instead, success will be measured by:

• High level of experience
• Day use and membership revenue from non-guests

Additional spending is encouraged by intelligent, trust-building AI

The emotional connection that turns first-time viewers into lifelong advocates

In fact, the hotel of the future is not just a place to sleep.

It’s a holistic environment where guests, locals, and technology come together—and where every interaction is thoughtfully designed to create a memorable story.